Jiuzhaigou Tourist Perceptions of Wenchuan Earthquake

This study is designed to explore the relationship between the Wenchuan earthquake and tourist perceptions of it, at Jiuzhaigou valley in China. Data were analyzed from a sample of 196 first-time and repeat visitors to the Jiuzhaigou Valley during National Day, the first Golden Week of tourism after the earthquake. The results indicate that: (1) The influence of this earthquake on the tourism industry of the Jiuzhaigou characterized by episodes of depression, and (2) the tourists have different social property, but have similar perceptions of Wenchuan earthquake. Therefore, the local government and tourism enterprises actively guide and affect the destination image of Jiuzhaigou to promote rapid recovery of the local tourism, considering the characteristics of tourist perceptions.